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Q3 2023 Mid-Size Pickup Truck Sales Report: GM Dominates Segment With Colorado and Canyon

Chevrolet Colorado 175 photos
Photo: Chevrolet
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As the Tacoma switches to a brand-new platform for the 2024 model year, deliveries of the 2023 model are understandably down. In the period from July 2023 through September 2023, Ol’ Faithful moved a grand total of 20,579 units in the US of A, down from 21,470 in the third quarter of 2022.
By comparison, Chevrolet Colorado deliveries totaled 25,520 units. Combined with the technically similar GMC Canyon, the grand total is 33,147 trucks. Crosstown rival Ford Motor Company delivered 7,385 units of the Ranger. Also worthy of note, production of the 2024 model year kicked off at the Michigan Assembly Plant on August 28.

Chrysler reported 14,202 deliveries for the Jeep Gladiator, down a whopping 34 percent from the third quarter of 2022. The Frontier isn’t doing too hot either, with Nissan moving 11,756 units compared to 13,187 last year. The Honda Ridgeline may be a unibody, but as a mid-size pickup truck, it has to be included in this report. How did it fare?

In terms of year-to-date sales volume, American Honda says the Ridgeline totaled 39,568 units through September 2023 as opposed to 32,312 in 2022. The big winner, however, is Toyota due to 179,681 units for the long-in-the-tooth Tacoma. By comparison, GM has 78,036 trucks to its name.

Right behind the Tacoma and Colorado, the Frontier clocked 45,895 units compared to 41,528 for the Jeep Gladiator. With tons of Gladiators just sitting on dealer lots, dealers are throwing on huge discounts in order to get rid of existing stock. After all, the Gladiator did receive a mid-cycle refresh for 2024. Unfortunately, the 3.0-liter EcoDiesel V6 powertrain was dropped as part of the makeover.

Side curtain airbags, a 12.3-inch touchscreen, a redesigned grille, and optional power front seats are other highlights worthy of your attention. Jeep has yet to announce the starting price of the 2024 model year Gladiator. For future reference, the 2023 model year Gladiator currently retails at $38,775.

The Ridgeline is $25 pricier, although you do get way more standard kit for your money. The J35Y8 naturally-aspirated V6 is also much superior to the Pentastar of the Gladiator, the only engine available for 2024. On the other hand, Toyota lures in customers with either a 2.4-liter turbocharged I4 or said engine with hybrid assistance. The Tacoma and Gladiator are the only mid-size trucks with manual transmissions in the United States market.

Over at Ford, the 2024 Ranger can be yours at $32,565 for the XL or $55,365 for the Raptor. The Frontier is $29,770 at press time, whereas GM wants $29,200 for the most spartan of Colorados in production today. The slightly plusher Canyon starts at $36,900 (excluding destination charge).

Based on the numbers presented above, there’s no denying Toyota will end 2023 as the king of mid-size trucks in America. The question is, will the 2024 model prove reliable or a bit of a mess? After all, it’s twinned with the Tundra on the TNGA-F platform that also underpins the Land Cruiser.
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 Download: Q3 2023 sales (PDF)

About the author: Mircea Panait
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After a 1:43 scale model of a Ferrari 250 GTO sparked Mircea's interest for cars when he was a kid, an early internship at Top Gear sealed his career path. He's most interested in muscle cars and American trucks, but he takes a passing interest in quirky kei cars as well.
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